Mustang is driving back into the fragrance market with a new car-themed men’s scent, Mustang Blue, in June.

This story first appeared in the March 28, 2008 issue of WWD. Subscribe Today.

“We are aiming to expand the Mustang fragrance’s position as a lifestyle brand,” said Robin Mason, vice president of global marketing for the Mustang fragrance brand, which is produced by the Aramis and Designer Fragrances division of the Estée Lauder Cos. The first Mustang scent launched in June 2007 in midtier department stores such as Sears.

While the first eponymous fragrance was what Mason describes as “classic and masculine,” the new juice is “a touch sexier,” said Mason. “This brings the Mustang man into new territory.”

The fragrance, a fresh fougère created by Trudi Loren, vice president of corporate fragrance development worldwide for the Estée Lauder Cos. Inc. in cooperation with International Flavors & Fragrances, has top notes of bergamot, lemon, mint and basil; a heart of lavender, geranium, clary sage, clove leaf, cypress, pine, artemisia, cardamom and black pepper, and a drydown of cedar leaf, sandalwood, patchouli, hay and musk.

The Blue lineup will include cologne sprays in three sizes — $20 for 1 oz., $25 for 1.7 oz. and $32 for 3.4 oz. — as well as $25 for a 3.4-oz. aftershave. The scents are packaged in blue tins that have been color-matched to the Mustang car model’s “Vista Blue” paint, said Mason.

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The fragrance will go into midtier department store doors, including Sears, J.C. Penney and Kohl’s, in June. The balance of its distribution, mass and drugstore doors, will get the collection in July. In total, the fragrance will be sold in some 24,000 U.S. doors.

A print advertising campaign — shot by George Logan and featuring a sultry blonde snuggling up to a black leather-clad male model with a Mustang as a backdrop — will begin running in September men’s, women’s and lifestyle magazines, including Maxim, Glamour and Car & Driver, said Mason. Heavy sampling is also expected, with about 10 million samples slated. A Web site for the fragrance will include downloadable features and other interactive elements, Mason added.

While Mason declined to discuss sales figures or advertising spending, industry sources estimated that the Mustang Blue scent would do upward of $18 million at retail in its first year on counter, and that about $7 million would be spent on advertising and promotion.